World's Leading Sustainable Destination 2025

Dubrovnik’s “Respect the City” initiative is a pioneering model for managing overtourism while preserving cultural heritage and enhancing residents’ quality of life. Launched in 2017, the strategic, multidisciplinary project positions Dubrovnik as a sustainability leader in the Mediterranean by balancing economic growth with the protection of its UNESCO-listed Old Town.

Through innovative technology and coordinated governance, the city has introduced Croatia’s first electric car-sharing scheme, implemented an AI-powered visitor forecasting system, and launched the Dubrovnik Pass—integrating attraction access and visitor flow management. A bus reservation system and cruise traffic coordination with CLIA and port authorities have reduced peak congestion, proving that managing flow, not numbers, is key to sustainable tourism.

These efforts have led to a 16% improvement in the city’s GSTC score—from 70% in 2019 to 86.04% in 2023—showing measurable progress across all sustainability indicators. Dubrovnik is setting the standard for how historic cities can thrive through data-led, community-focused tourism management.